For over 50 years, Città del sole has invited children to explore, imagine and discover the world through play. Now, together with Movopack, the retailer is introducing a reusable shopping bag to reduce the use of single-use bags and encourage customers to return to store. Those who reuse their bag or bring it back to a store receive an exclusive voucher, encouraging repeat visits and further purchases.

About Città del sole

Founded in 1972, Città del sole operates 80 stores across Italy, offering toys, books and educational experiences designed to encourage curiosity, creativity and learning through play.

The Challenge

As part of its long-term sustainability strategy, Città del sole wanted to introduce a new reusable shopping bag as an alternative to the single-use bags already available.

The goal was to integrate this solution into the shopping experience, offering customers a reusable option while creating an additional incentive to return to store.

The Solution

Movopack developed the first reusable shopping bag designed for a toy retailer: a durable, spacious bag designed for everyday use and to fit naturally into the brand's shopping experience.

Available for €1.50, the bag can be reused or returned to one of Città del sole's 90 stores. The QR code printed on the bag provides information about the initiative and helps customers find their nearest participating store.

The initiative adds an engagement element to the shopping experience: each reuse or return gives customers access to a selection of exclusive vouchers, providing a tangible incentive to keep the bag in circulation.

Once returned, the bag is collected by Movopack, sanitised and put back into circulation, closing the loop while keeping the process simple for both customers and the retailer.

The Results

According to a Movopack Life Cycle Assessment (LCA), after 20 uses, this bag can reduce the following compared with single-use paper bags: 

• Up to 96% lower CO₂ emissions

• Up to 98% lower energy consumption

• Up to 97% lower water consumption

Thanks to the voucher system linked to reuse and returns, the shopping bag also becomes a touchpoint between the brand and its customers, creating new opportunities for store visits and purchases.

The project shows how a seemingly simple element of the retail experience can become a tool for customer engagement and drive-to-store, while helping reduce the environmental impact of packaging.